Persuasion Across Genres
A linguistic approach
This volume brings together nine chapters which investigate some of the typical genres of modern persuasion. Using both quantitative and qualitative methods, the authors explore the linguistic features of successful (and unsuccessful) persuasion and the reasons for the variation of persuasive choices as realized in various genres: business negotiations, judicial argumentation, political speech, advertising, newspaper editorials, and news writing. In the final chapter, the editors tie together the two themes — persuasion and genres — by proposing an Intergenre Model. This model assumes that a powerful force behind generic evolution is the perennial need for implicit persuasion.
Published online on 1 July 2008
Table of Contents
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Acknowledgements | p. vii
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Introduction
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Persuasion across genres: Emerging perspectivesTuija Virtanen and Helena Halmari | pp. 3–24
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Focusing on private and semipublic discourse
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Persuasion in business negotiationsAnne Marie Bülow-Møller | pp. 27–58
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Persuasion in judicial argumentation: The Opinions of the Advocates General at the European Court of JusticeTarja Salmi-Tolonen | pp. 59–101
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Focusing on public discourse
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In search of "successful" political persuasion: A comparison of the sytles of Bill Clinton and Ronald ReaganHelena Halmari | pp. 105–134
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In a nutshell: Persuasion in the spatially constrained language of advertisingPaul Bruthiaux | pp. 135–151
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"Polls and surveys show": Public opinion as a persuasive device in editorial discourseTuija Virtanen | pp. 153–180
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Theoretical considerations
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Persuasion as implicit anchoring: The case of collocationsJan-Ola Östman | pp. 183–212
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Generic patterns in promotional discourseVijay Bhatia | pp. 213–225
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Concluding remarks
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Towards understanding modern persuasionHelena Halmari and Tuija Virtanen | pp. 229–244
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Author Index | pp. 245–248
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Subject Index | pp. 249–257
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